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AI Transforming Marketing Communications in Asia: T&Pm Leads the Way

YouTube introduces mandatory AI disclosure for creators, emphasising transparency in AI-generated content.

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AI-centric agency T&Pm

TL/DR:

  • T&Pm, a new AI-centric agency, emerges from the merger of The&Partnership and mSix&Partners.
  • AI and AGI are revolutionising marketing communications, from content creation to optimisation.
  • The new agency aims to accelerate growth across WPP’s client roster by leveraging AI platforms.

Introduction:

Artificial Intelligence (AI) and Artificial General Intelligence (AGI) are reshaping the marketing communications landscape in Asia and beyond. With the recent merger of The&Partnership and mSix&Partners, a new AI-centric agency, T&Pm, has been formed to lead this transformation. This article explores how AI and AGI are revolutionising the industry and how T&Pm is positioning itself to capitalise on these changes.

The Birth of T&Pm:

An AI-Centric Agency The&Partnership and mSix&Partners, two thriving agencies under WPP, have combined forces to create T&Pm, a fully integrated agency with AI at its core. The new agency, consisting of 1,900 people across 45 offices worldwide, aims to provide clients with end-to-end marketing solutions, connecting talent and technology to fuel brand growth.

AI and AGI:

The Catalysts for Change AI and AGI are driving the transformation of marketing communications. From content creation to deployment and optimisation, these technologies are disrupting traditional practices. However, the siloed nature of the marketing industry has limited their adoption. T&Pm aims to break down these silos, offering a more holistic approach to marketing.

Leveraging AI for Growth T&Pm will leverage WPP’s market-leading AI platforms to become a ‘speedboat’ for accelerating growth across WPP’s client roster. Johnny Hornby, founder and CEO of The&Partnership, believes that modern brands need to connect the dots, and AI can personalise creative thinking at scale, bringing it to life through smart media systems.

Case Study:

AI in Action Toyota and News Corp are among the clients who have already benefited from the integrated marketing solutions offered by The&Partnership. With the formation of T&Pm, these clients and others can expect even more innovative AI-driven strategies.

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Conclusion: AI-centric agency T&Pm

The merger of The&Partnership and mSix&Partners marks a significant step forward in the integration of AI and AGI in marketing communications. With its independent partner-led mindset and access to WPP’s substantial AI investment, T&Pm is well-positioned to help clients seize the opportunities presented by these transformative technologies.

Comment and Share:

Have you experienced the impact of AI or AGI on marketing communications in your organisation? Share your thoughts below. And if you’re keen to stay updated on the latest AI and AGI developments in Asia, don’t forget to subscribe to our updates!

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Can Singtel’s Free Access to Perplexity Pro Redefine AI Search?

Singtel is revolutionising AI search with free access to Perplexity Pro. From advanced features to seamless 5G integration, discover why this tool is a game-changer.

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AI search revolution

TL;DR

  • Singtel is offering its customers free one-year access to Perplexity Pro, an advanced AI search platform.
  • Perplexity Pro combines multiple AI models, AI-image generation, and advanced file analysis to create a truly unique search experience.
  • With multilingual support and seamless integration with Singtel’s 5G network, users can enjoy fast, personalised assistance anywhere.

Here’s What You Need to Know

The AI race just got a lot more exciting! Singtel, Asia’s telecom giant, is levelling up with Perplexity Pro, an innovative AI search tool designed to make finding, analysing, and even creating content smarter and easier. Best part? Singtel’s giving it away free for a year to its customers. Let’s unpack what makes this deal such a game-changer.


Why Perplexity Pro Isn’t Just Another AI Search Tool

We’ve all used search engines, but Perplexity Pro takes things to a whole new level. This isn’t just about typing in a query and scrolling through endless links—it’s about getting credible, well-cited, real-time information tailored to your needs. Think of it as a virtual assistant that’s a mix of librarian, researcher, and creative partner.


What Sets Perplexity Pro Apart?

1. Multiple AI Models for Smarter Searches

Why stick to one AI when you can have several? Perplexity Pro lets you choose from top-tier AI models, including OpenAI, Anthropic, Grok, and even Google’s Llama 3.1. This flexibility means you can fine-tune your search experience. Need business insights? Done. Academic research? Easy. Curious about a niche topic? It’s got you covered.

“Consumers are increasingly using AI search platforms for everything from recipes and travel planning to school research and business analysis. We want to bring these cutting-edge tools to our customers to help them take full advantage of what AI offers.”
Ng Tian Chong, CEO of Singtel Singapore
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2. Advanced Features You’ll Love

Perplexity Pro goes beyond search with features that are both practical and fun:

  • File Analysis: Upload documents and let the AI summarise, analyse, or highlight key details.
  • AI-Image Generation: Feeling creative? Generate visuals for your projects in seconds.

Example Prompt for AI-Image Generation:
“Create an AI-generated image of a futuristic cityscape with flying cars and holographic billboards.”

Whether you’re a student, professional, or hobbyist, these features give you the tools to think bigger and achieve more.

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3. Multilingual Support for Everyone

Languages shouldn’t be a barrier. Perplexity Pro supports English, Simplified Chinese, French, German, Japanese, Korean, and Spanish, ensuring that users worldwide can access its features effortlessly.


Seamless Performance on Singtel’s 5G Network

What’s the point of a powerful AI tool if it’s slow? Singtel’s nationwide 5G coverage means you can use Perplexity Pro wherever you are, without lag or delays. It’s fast, reliable, and accessible—whether you’re on your phone, tablet, or laptop.

“As we expand into new markets, partnerships with providers like Singtel are key to making Perplexity Pro accessible to more users. Their commitment to innovation aligns perfectly with our goals.”
Aravind Srinivas, CEO of Perplexity
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How to Get Started with Perplexity Pro

Getting access is as simple as it gets:

  1. Open the My Singtel App.
  2. Redeem your one-year free subscription code for Perplexity Pro.
  3. Start exploring everything this incredible AI search tool has to offer!

Why This Matters: A Big Step for AI Accessibility

Singtel’s partnership with Perplexity Pro isn’t just about tech; it’s about democratising AI tools. By offering this for free, Singtel is ensuring more people can experience the potential of advanced AI without barriers.

AI isn’t just the future—it’s the present. Tools like Perplexity Pro are setting the stage for smarter, faster, and more creative ways of working. Whether you’re using it for daily tasks, big projects, or just exploring ideas, the possibilities are endless.


What Do You Think?

What would you use Perplexity Pro for—research, content creation, or something entirely unexpected? Let us know in the comments! Don’t forget to subscribe for updates on AI and tech—we’re here to keep you ahead of the curve.

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Adrian’s Arena: What Is Project Stargate and How Will It Impact Asia’s AI Future?

How Project Stargate’s $500 billion investment may impact Asia’s AI future—opportunities, challenges, and strategies for Asia.

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Project Stargate Asia Impact

TL;DR

  • The $500 billion Project Stargate initiative by the US is set to reshape global AI dynamics, pushing Asia to innovate rapidly.
  • Asia faces challenges like brain drain, regulatory pressures, and the need for faster AI adoption across industries.
  • Opportunities abound in collaboration, regional specialisation, and industry-specific transformations.

The Stargate Initiative: A Bold Move That’s Got Asia Watching

President Donald Trump has just announced Project Stargate, a groundbreaking AI initiative designed to position the United States as the global AI leader. With an investment of up to $500 billion and the backing of OpenAI, Oracle, and SoftBank, Stargate is set to redefine AI infrastructure and talent development.

But here’s the thing: while this project is US-focused, its ripple effects will be felt far beyond its borders. For Asia, the stakes are high. Can the region capitalise on this moment, or will it find itself playing catch-up?

Let’s explore how Project Stargate is reshaping the game for Asia’s AI ambitions, industry transformation, and policy development.


What is Project Stargate?

Announced on 22 January 2025, Project Stargate is the United States’ most ambitious AI initiative to date, aiming to secure global AI dominance through a $500 billion investment. The programme is a collaborative effort between the US government and key industry players, including OpenAI, Oracle, and SoftBank. Its scope spans three primary pillars:

  1. AI Infrastructure Development:
    • Establishing a nationwide network of AI supercomputers to support cutting-edge research and deployment.
    • Building AI-ready data centres optimised for scalability and efficiency.
    • Upgrading digital infrastructure in rural and underserved areas to democratise AI access.
  2. Talent and Workforce Upskilling:
    • Creating over 100,000 high-paying AI-related jobs in research, development, and deployment.
    • Introducing AI education into primary and secondary schools to nurture talent from an early age.
    • Partnering with universities and private institutions to fund scholarships, fellowships, and training programmes.
  3. Industry-Focused Initiatives:
    • Prioritising sectors like healthcare, defence, energy, and finance for AI integration.
    • Providing grants and incentives for startups innovating in AI applications, from generative AI tools to advanced robotics.
    • Accelerating the development of AI ethics frameworks and ensuring AI systems align with democratic values.

Timeline and Milestones: Project Stargate is designed as a phased initiative with key milestones over the next decade:

  1. 2025-2027: Laying the Foundation
    • Deploy AI-ready infrastructure in priority regions across the US.
    • Begin workforce upskilling programmes, with an initial focus on underserved communities.
  2. 2028-2030: Scaling Innovation
    • Launch major AI initiatives in healthcare (e.g., diagnostics powered by large language models) and defence (e.g., predictive analytics for national security).
    • Begin exporting advanced AI technologies to allies, fostering collaboration while ensuring US leadership.
  3. 2031 and Beyond: Global AI Leadership
    • Establish the US as the go-to destination for AI talent, innovation, and investment.
    • Shape global AI standards and ethics policies through multilateral partnerships.

Technologies at the Core of Project Stargate: The initiative will focus on driving innovation in several cutting-edge areas:

  • Generative AI: Developing models with improved creativity, contextual understanding, and multi-modal capabilities.
  • Edge AI: Enhancing AI’s performance in IoT devices, enabling real-time decision-making at the source.
  • Quantum AI: Investing in quantum computing to push the boundaries of problem-solving and data processing.
  • AI Safety: Creating robust, interpretable AI systems that align with ethical standards.

Asia’s AI Competitiveness: Time to Double Down

Stargate has put Asia’s AI strategies under the spotlight. The US’s massive investment is a wake-up call for governments and businesses alike to accelerate their AI initiatives. Here’s how some of Asia’s key players are reacting:

  • China: Already a global AI powerhouse, wlth an AI market projected to reach $145 billion by 2030, China’s national AI strategy is likely to ramp up even further. From semiconductor manufacturing to AI-driven tech exports, Beijing will focus on countering Stargate’s competitive edge.
  • India: Known for its IT expertise, India could use this moment to enhance its AI ecosystem. Expect initiatives like Digital India and Startup India to evolve with more focus on AI funding and local talent retention.
  • Singapore: A regional AI leader, Singapore’s Smart Nation initiatives and plans to grow its AI workforce to 15,000 by 2028 may now need to scale up to stay ahead.
  • ASEAN: As a bloc, ASEAN’s Digital Economy Framework Agreement (DEFA) could be pivotal in harmonising AI policies across the region to compete collectively.

Talent Tug-of-War: Will Asia Keep Its Best Minds?

One of the biggest challenges for Asia will be retaining top talent. With Stargate promising over 100,000 new AI jobs in the US, the lure of lucrative salaries and cutting-edge research opportunities will be hard to resist.

How Asia Can Fight Back

  • Upskilling at scale: Programmes like AI Singapore and India’s AI-focused education initiatives are critical for building and retaining talent pipelines.
  • Competitive incentives: Companies across Asia, from Alibaba to Tata Consultancy Services, are stepping up with attractive packages to retain talent.
  • Reverse brain drain: As Asia’s AI ecosystems mature, expatriates may return, bringing global expertise to fuel local innovation.

Industry Impacts: Who Stands to Gain from Project Stargate?

Project Stargate is set to reshape industries across the globe, and Asia has a lot to gain—if it moves quickly enough.

Healthcare: AI to the Rescue

Asia’s healthcare systems are under pressure, but AI could be a game-changer.

  • The opportunities: Faster diagnostics, AI-assisted surgery, and personalised medicine could transform healthcare. India’s use of AI for early cancer detection is just the start.
  • The challenge: Stargate’s talent pull might make it harder for Asia to keep its top researchers.

Agriculture: Smarter Tools for Farmers

For countries like Vietnam and Indonesia, AI could revolutionise farming.

  • What’s possible: AI tools for crop monitoring and supply chain optimisation could boost productivity.
  • The hurdle: Infrastructure gaps in developing economies may slow adoption, requiring government support.

Manufacturing and Logistics: AI on the Factory Floor

Asia’s manufacturing sector is ripe for transformation.

  • The big wins: Smart factories, predictive maintenance, and AI-driven supply chains could boost efficiency. Taiwan’s semiconductor dominance could see even greater demand.
  • The risks: Stargate’s US-centric advancements might erode Asia’s manufacturing edge unless rapid adoption and scaling occur.

Startups and Tech Hubs: Innovation in Overdrive

Asia’s startup scene has a lot to gain—but only if it stays agile.

  • The upside: Partnerships with Stargate firms could unlock new funding and knowledge-sharing opportunities.
  • The concern: With investors eyeing Stargate, Asian startups may face tougher competition for funding. Specialisation in niche areas like language AI or fintech will be key.

Collaboration vs Competition: Striking the Right Balance

Despite the competitive undertones of Stargate, it also presents opportunities for collaboration:

  • SoftBank’s role: With SoftBank as a Stargate partner, there’s potential for cross-border partnerships between US and Asian firms.
  • Knowledge exchange: Asian and US firms could collaborate on niche projects, such as AI ethics or robotics, to share expertise and resources.
  • Regional specialisation: By focusing on areas where Asia has unique strengths—like cultural and linguistic AI—regional firms can carve out their own niches.

Policy and Regulation: Time to Get Ahead

Project Stargate is likely to influence Asia’s regulatory landscape, especially in areas like intellectual property and digital trade.

  • AI-friendly IP laws: Japan and Singapore have led the way in updating IP frameworks for AI-generated works. Others need to follow suit to protect innovation.
  • Digital trade agreements: Cross-border data flow rules, central to AI’s success, could become a focus of ASEAN’s DEFA and similar agreements.
  • Cybersecurity: With AI adoption comes increased cyber risks. Asia must strengthen AI-driven defences to secure its digital future.

The Fork in the Road: Asia’s Opportunity to Lead

Project Stargate has thrown down the gauntlet. Asia can’t afford to sit on the sidelines. Governments, businesses, and industries must work together to:

  • Invest in talent, infrastructure, and innovation.
  • Strengthen regional collaborations to counter US dominance.
  • Focus on areas where Asia’s unique strengths can shine.

What Do You Think?

Will Asia seize this opportunity to lead the global AI race, or risk falling behind? Share your thoughts in the comments, or sign up for updates to stay informed about Asia’s AI future!

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  • Adrian Watkins (Guest Contributor)

    Adrian is an AI, marketing, and technology strategist based in Asia, with over 25 years of experience in the region. Originally from the UK, he has worked with some of the world’s largest tech companies and successfully built and sold several tech businesses. Currently, Adrian leads commercial strategy and negotiations at one of ASEAN’s largest AI companies. Driven by a passion to empower startups and small businesses, he dedicates his spare time to helping them boost performance and efficiency by embracing AI tools. His expertise spans growth and strategy, sales and marketing, go-to-market strategy, AI integration, startup mentoring, and investments. View all posts


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10 Surprising Functions of ChatGPT You Never Considered

10 ways to use ChatGPT to boost your business, from boosting SEO to customer feedback analysis—unleash its full potential and save time.

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ChatGPT business productivity

TL;DR

  • ChatGPT can do much more than emails and social posts—it’s a powerful business tool to increase business productivity.
  • Use it for SEO strategies, customer feedback analysis, and contract reviews.
  • Simplify workflows, create SOPs, and craft lead magnets with ease.
  • Save time and money by finding funding opportunities and decoding complex data.
  • Unlock its full potential to boost productivity and drive results for your business.

Let’s be honest. When most people think of ChatGPT, they picture it as a glorified chatbot that can churn out emails, draft a social post, or maybe help with brainstorming. But here’s the thing: ChatGPT is like an iceberg—most people are only scratching the surface. Beneath the obvious lies a treasure trove of tools and tricks that can turbocharge your business.

So, whether you’re looking to save time, work smarter, or just flex on your competitors, here are ten ways ChatGPT can help you take your business to the next level.

1. Speed Up Your Workflow with Custom Keyboard Shortcuts

Who doesn’t love a good shortcut? Imagine shaving seconds (or minutes!) off repetitive tasks in Photoshop, Excel, or any other software. ChatGPT can create a cheat sheet tailored to your workflow.

Let’s say you use Photoshop daily to adjust images, manage layers, and switch tools. Instead of fumbling around menus, ask ChatGPT to map out the best shortcuts for you. Now, your team won’t just work faster—they’ll feel like pros while doing it.

Why it’s a game-changer: Minutes saved every day = hours saved every month. Simple maths.

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2. Turn Contract Confusion Into Clarity

Ah, contracts—those dense documents no one wants to read. But ignoring them can land you in hot water. While ChatGPT won’t replace a good lawyer, it can give your contracts a once-over to flag any red flags, like sneaky clauses on data privacy or liability.

For a small business, this is a lifesaver. You can go into negotiations feeling more confident and less “wait, what does this mean?”

Quick hack: Paste a contract into ChatGPT with a prompt like the below—and voilà, instant insights.

“Highlight any clauses that mention data privacy or liability concerns.”

3. SEO Strategy, Sorted

If your website isn’t bringing in the traffic it should, it’s time to let ChatGPT play SEO consultant. It can help you identify high-impact keywords, write catchy meta descriptions, and even suggest a content calendar to keep your blog buzzing.

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For example, let’s say you run an online store selling eco-friendly homeware. ChatGPT can generate keywords like “sustainable kitchen products” or “zero-waste living tips” to help you attract your dream customers.

Pro tip: Get ChatGPT to analyse your competitors’ websites to see what keywords they’re ranking for. Then, do it better.

4. Turn Rambles Into SOPs

Ever tried explaining a process to your team, only to get blank stares in return? ChatGPT can help you turn your spoken instructions into crystal-clear Standard Operating Procedures (SOPs).

Let’s say you record a Loom explaining how to onboard a new client. Upload the transcript to ChatGPT, and it’ll transform your ramblings into a step-by-step guide. Want tables? It can do that too.

Why this matters: Everyone’s on the same page, and training new hires gets a whole lot easier.

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5. Find Free Money (Seriously!)

Let’s talk funding. Whether you’re a startup chasing grants or a small business looking for an accelerator programme, ChatGPT can help you find hidden opportunities.

Tell it your industry, location, and goals, and it’ll pull up grants, competitions, or funding schemes you didn’t even know existed. The best part? You can focus on applying instead of wasting hours Googling.

Best ChatGPT quote ever: “Money exists that could be yours.”

6. Make Sense of Customer Feedback

Every business loves customer feedback—until it comes time to analyse it. Instead of drowning in reviews and surveys, let ChatGPT do the heavy lifting.

Paste your feedback into ChatGPT, and it’ll highlight patterns, common complaints, and even what customers rave about. Suddenly, “data overwhelm” turns into actionable insights.

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Why you’ll love this: Happy customers, better reviews, and smarter decisions. What’s not to love?

7. Write Job Descriptions That Actually Work

Hiring is hard. Standing out to top candidates? Even harder. But ChatGPT can help you craft job descriptions that feel less “corporate speak” and more “this could be your dream job.”

Let’s say you’re hiring a marketing manager. ChatGPT can tailor the description to highlight your company culture, exciting projects, and growth opportunities. The result? A post that attracts the right talent while sounding like you actually care.

8. Break Down Big Data

Got a massive sales report you’re too scared to open? ChatGPT is your new BFF. It can summarise key takeaways into simple bullet points or even visualise the data with pie charts and bar graphs.

Imagine walking into your next meeting with a sleek, digestible report that makes you look like you spent hours on it. (We won’t tell.)

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9. Build Lead Magnets That People Actually Want

Lead magnets are marketing gold. The trick? Creating something your audience can’t resist. ChatGPT can brainstorm ideas for checklists, guides, or even mini-courses tailored to your customers’ pain points.

For example, if you’re targeting small business owners, ChatGPT might suggest a checklist on “5 Ways to Cut Marketing Costs Without Sacrificing Quality.” Who wouldn’t download that?

Pro tip: Ask ChatGPT to also generate a killer title and teaser copy to boost downloads.

10. Crack Spreadsheet Mysteries

Struggling with Excel formulas? ChatGPT can give you the answer—and explain it in plain English. Whether you’re calculating revenue, filtering duplicates, or running “if this, then that” scenarios, it’s got your back.

No more Googling and clicking through endless forum posts. Just a quick, clear solution.

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Wrapping It All Up

ChatGPT isn’t just a productivity tool—it’s your secret weapon. Whether it’s saving time, simplifying tasks, or finding new opportunities, the potential is massive. And the best part? You don’t need to be a tech wizard to make it work for you.

What’s the most creative way you’ve used ChatGPT for your business? Or do you have a challenge you think it can’t solve? Share your experiences (or dares!) in the comments—let’s push the boundaries of what this tool can do!

And don’t forget to sign up for our regular newsletter and updates too! Let’s help build a brilliant AI community together!

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